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Modified:
by Wayne Smith
Google uses "WebSite" schema to help generate Knowledge Panels—when it’s confident that a query is about your site and there’s enough interest in it. Using a unique brand name (rather than an exact-match domain) helps establish your site as a distinct entity and avoids confusion with similarly named brands. This clarity is important because brand mentions can influence search visibility, provided the algorithms are confident those mentions refer to your site.
Learn more: Choosing SEO-Friendly Brand Names
Include both "WebSite" and "Organization" types in your schema to clarify ownership and identity. These are typically placed on your home page.
Example:
"hasPart"
You can include a "hasPart" property in your "WebSite" schema to link key subpages—like your About or Contact pages. This gives Google a clearer view of your site’s structure and how content is related.
Guide: Optimizing Website Schema for Enhanced Site Links
This structured approach can support enhanced features in search results, such as sitelinks. It also helps connect off-page schema with homepage markup, improving how your site's layout and content relationships are interpreted by search engines.
"AboutPage"
The "AboutPage" schema defines the page where Google often looks for key details about your organization or website.
Learn more about integrating "AboutPage" schema
Adding "AboutPage" schema helps search engines understand the purpose of your About page, which often includes your mission, leadership, and background. When linked to other structured data—such as "Organization", "Person", and social profiles—this schema can reinforce your brand's identity and improve the accuracy of your Knowledge Panel in Google Search.
Troubleshooting Website Schema
In some cases, a site name correctly displayed on the home page may not appear for internal pages. For example, example.com might show the correct site name, while example.com/internal-page.html does not.
Google is aware of this issue and is working to resolve it. Once fixed, internal pages should consistently reflect the correct site name. If your home page is showing the preferred name, expect propagation to follow over time.
Expanded website schema details
Explore a more detailed explanation of the "WebSite" schema, including examples and troubleshooting tips for common issues.